• Title/Summary/Keyword: Causal factors

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A Survey on Risk Factors Related to Job-Low Back Pain in Physical Therapists (물리치료사들의 직업적 요통 발생의 위험요인 조사)

  • Lee, Jun-cheol
    • The Journal of the Convergence on Culture Technology
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    • v.6 no.2
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    • pp.289-297
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    • 2020
  • The purpose of this study was to investigate the prevalence of back pain and the variables related to back pain in physiotherapists. In order to investigate the variables related to the incidence of back pain, The results were as follows : 1. Physical therapists' low back pain occurrence possibility appeared by whole 55.0% by male 11.0% and female 44.0%. 2. A day by people's work environmental special quality with low back pain treat morbidity to 31~40 people 40.0%, office hours per week by 45~49 hours 49.1%, a day stand-up tome be less than 5~7 hours 36.4% and appeared the highest. 3. Case that respond "Do dissatisfaction" to profession which is physical therapists' special psychological quality examined by people's 67.0% which low back pain. 4. Cause of low back pain in special active quality to get low back pain is the highest by case 38.2% that respond is "Special cause does not know, it is because for a long time worked to physical-therapy, and the reason that play waist softness gymnastics examined the highest by case 45.4% that respond is "Because present low back pain serves to be or prevents flare-up." According to result of this research, we could Know physical therapists are professionally endanger of getting low back pain. Specially, we could say physical therapists' low back pain occurrence possibility is high because of their having an experience or regarding work environmental special quality such as a day treatment morbidity, office hours per week, stand-up time for a day. There, educational programs need to improve of work environment and prevent the recurrence of low back pain. In this research, we recognized various variables of physical therapists' low back pain occurrence possibility are related to direct causal connection of low back pain occurrence, but we think continuous research should be tired forward in reply.

Relationship Between Airway Inflammation Assessed by Induced Sputum and Airway Hyperresponsiveness in Asthmatic Patient (기관지천식 환자에서 유도객담으로 평가한 기도염증과 기관지 과민성과의 관계)

  • Chung, Lee-Young;Kim, Hyun-Jin;Jeong, Gyeong-Won;Kang, Mi-Jeong;Kim, Hwi-Jong;Chung, Hyo-Young;Lee, Jong-Deog;Hwang, Young-Sil
    • Tuberculosis and Respiratory Diseases
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    • v.47 no.4
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    • pp.517-524
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    • 1999
  • Background : Airway inflammation and hyperresponsiveness are recognized as major characteristics of bronchial asthma. Airway inflammation has usually been assessed by invasive methods, e.g. BAL or bronchial biopsy, but recent studies proposed induced sputum as another reliable and non-invasive tool to investigate airway inflammation in asthmatic patients. Thus, the relationship between airway inflammation assessed by induced sputum and airway hyperresponsiveness was investigated in asthmatic patient. Method : Airway responsiveness was determined by the concentration that caused a 20% decrease in $FEV_1$($PC_{20}$) after inhaling incremental concentrations of methacholine. The numbers of inflammatory cells and the concentration of eosinophilic cationic protein(ECP) were assessed in induced sputum obtained by inhalation of hypertonic saline(3%). Result: We analyzed sputum induced in 15 stable asthmatic patients. The differential cell count(%) of macrophages, neutrophils, eosinophils and lymphocytes in induced sputum were $39.1{\pm}27.0%$, $29.6{\pm}21.0%$, $28.8{\pm}18.8%$, $1.3{\pm}3.1%$ respectively. The mean value of baseline FEV1(predicted) and ECP were $76.3{\pm}30.3%$ and $1,101{\pm}833{\mu}g/L$ respectively. The geometric mean value of $PC_{20}$ was 0.56 mg/mL. The relationships between the sputum eosinophil and ECP in induced sputum, and between sputum eosinophil and degree of airway responsiveness($PC_{20}$) were found to be significantly correlated (r=0.81, p<0.05 and r=-0.78, p<0.05, respectively). Sputum neutrophils and $PC_{20}$ were not correlated to each other (r=0.11, p=0.69) and a significant negative correlation was found between ECP and baseline $FEV_1$(predicted)(r=-0.62, p<0.05). Conclusion : The results of this study suggest that an induced sputum via a inhalation of hypertonic saline is useful to determine a patient's status of airway inflammation, and airway inflammation is one of the major causal factors in the development of bronchial hyperresponsiveness in asthmatic patients.

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A Study of Experimental Image Direction for Short Animation Movies -focusing in short film and (단편애니메이션의 실험적 영상연출 연구 -<탱고>와 <페스트 필름>을 중심으로)

  • Choi, Don-Ill
    • Cartoon and Animation Studies
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    • s.36
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    • pp.375-391
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    • 2014
  • Animation movie is a non-photorealistic animated art that consists of formative language forming a frame based on a story and cuts describing frames that form the cuts. Therefore, in expressing an image, artistic expression methods and devices for a formative space are should be provided in a frame while cuts have the images between frames faithfully. Short animation movie is produced by various image experiments with unique image expressions rather than narration for expressing subjective discourse of a writer. Therefore, image style that forms unique images and various image directions are important factors. This study compared the experimental image directions of and , both of which showed a production method of film manipulation. First, while uses pixilation that produces images obtained from live images through painting and many optical disclosure process on a cell mat, was made with diverse collage techniques such as tearing, cutting, pasting, and folding hundreds of scenes from action movies. Second, expresses non-causal relationship of characters by their repetitive behaviors and circulatory image structure through a fixed camera angle, resisting typical scene transition. On the other hand, has an advancing structure that progresses antagonistic relationship of characters through diverse camera angles and scene transition of unique images. Third, in terms of editing, uses a long-take short cut technique in which the whole image consists of one short cut, though it seems to be many scenes with the appearance of various characters. On the other hand, maximizes visual fun and commitment by image reconstruction with hundreds of various short cuts. That is, both works have common features of an experimental work that shows expansion of animated image expressions through film manipulation that is different form general animation productions. On top of that, delivers routine life of diverse human beings without clear narration through image of conceptualized spaces. expresses it in a new image space through image reconstruction with collage technique and speedy progress, setting a binary opposition structure.

The Assessment on Health Status of Workers by using HPLP and Sa-sang Constitutional Questionnaire (HPLP와 사상체질설문(四象體質說問)을 이용(利用)한 근로자(勤勞者)들의 건강상태(健康狀態) 평가(評價))

  • Choi Mun-Il;Lee Eun-Kyoung;Kwon So-Hee;Ko Kwang-Jae;Seo Byeong-Yun;Jeoung Jae-Yeal;Jahng Doo-Sub;Song Yung-Sun;Lee Ki-Nam
    • Journal of Society of Preventive Korean Medicine
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    • v.5 no.1
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    • pp.41-56
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    • 2001
  • Overview: The purpose of this study was to evaluate the determinants on the correlation between constitution and health promoting lifestyle profile on the workers. Also, the questionnaire on the HPLP (health promoting lifestyle profile) of Walker(1987) and Sa-sang constitution of Lee(l894) were utilized Methods: Data from a representative sample of 652 workers were analyzed Pearson's chi-square test analysis was utilized to test the explanatory causal model and to determine the direct and indirect effects of independent variables on quality of life. Results: Constitutional distribution among exposed group, were Tae-eum In(43.7%), So-eum In(33.6%), and So-yang In(22.7%). The degree of the subjects practicing health promoting lifestyle, on a scale of 1 to 4, is an average of 2.62, personal relations 2.94, self-realization 2.86, stress management 2.71, nutrition 2.68, responsibility for health 2.37, and exercise 2.21, with personal relations earning the highest points and exercise the lowest As for factors influencing health promoting lifestyle, there is significant difference between sex and age. That is female and higher age. On the difference between constitution and health promoting lifestyle, Tae-eum In is the highest all area except personal relations. So-eum In is the lowest all area except responsibility for health. Conclusions: Tae-eum In totally do health promoting lifestyle well but So-eum In relatively not. On the Study we used the HPLP(health promoting lifestyle profile) on the premise that each person's daily life, the attitude and the practice level to the health have an influence on the health. So in the constitution there is a little differences in the consideration and the practice level and health condition will be different. On this study we finish up by knowing about the health promoting lifestyle. But on next time we will have to go on studying about the sign and the comparison with the result of western and oriental medical health examination to the each constitution on carrying out continuously oriental medical health examination.

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Exploring the Role of Collaborative Reflection in Small Group Argumentation: Focus on Students' Epistemic Considerations and Practices (소집단 논변 활동에서 협력적 성찰의 역할 탐색 -학생들의 인식적 고려와 실행을 중심으로-)

  • Cho, Hanbit;Ha, Heesoo;Kim, Heui-Baik
    • Journal of The Korean Association For Science Education
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    • v.39 no.1
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    • pp.1-12
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    • 2019
  • This study aims to explore students' epistemic practices and considerations, which are explained as underlying epistemic thoughts that guide their epistemic practices, during argumentation in science classrooms. We also investigated how collaborative reflection facilitated the development of such epistemic considerations. Two seventh-grade classes participated in this study by engaging in argumentation activities and collaborative reflection after classes. A group with students' change in epistemic aspects and the influence of collaborative reflection clearly revealed from their practices was chosen as a focus group. We recorded their class discussions and collaborative reflections with the researchers. Transcriptions of the recordings and checklists we collected during the collaborative reflections were used for analysis. Results showed evident changes in the students' epistemic considerations and practices and four factors facilitating such developments were identified. First, the researcher facilitating the students to recognize each other as collaborators during collaborative reflection led development of epistemic considerations on "audience using the knowledge products." Second, the collaborative reflection facilitated construction of context for peer interactions where the students encouraged each other to participate in the discussion, resulting in the development of other students' epistemic considerations on "justifications in knowledge products." Third, the items provided on the checklists explicitly delineated expectations on their practices in argumentation, also facilitating development of epistemic considerations. Lastly, the students' imitation of the researcher's pattern of discourse facilitated construction of causal explanation and development of epistemic considerations on "nature of the knowledge products." This study will contribute to the construction of strategies that develop students' epistemic considerations and productive epistemic practices in argumentation.

Multi-Level Analysis on the Influence of Core Employment Policies on the Team Leader's the Perceived Internal Process Organizational Competency and Job Satisfaction - Moderation Effect of Corporate Entrepreneurship - (인재우대 정책이 팀장의 인지된 조직 내부프로세스 역량과 직무만족도에 미치는 영향에 관한 다수준 분석 - 사내기업가 정신의 조절효과 중심으로 -)

  • Oh, Se-Ho;Nam, Jung-Min
    • The Journal of the Korea Contents Association
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    • v.21 no.8
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    • pp.150-162
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    • 2021
  • Companies have recently become increasingly interested in corporate entrepreneurship to establish a core employment policy in order to secure and maintain core employees and to foster an innovation-oriented organizational culture. Therefore, The purpose of this study is to empirically analyze the causal relationship between core employment policies and the team leader's the perceived internal process organizational competency and job satisfaction, and to investigate whether corporate entrepreneurship has a moderation effect. Non-financial service industries including ICT companies were subject of the study and human capital corporate panel(HCCP) was utilized. The samples were 367 team leaders from 79 domestic companies. This study also applied Multi-Level Analysis(HLM), which simultaneously analyzes variables at both the individual level and the organizational level in order to improve the accuracy of the study. According to the result of the study analysis, core employment policies have a positive(+) impact on the perceived internal process organizational competency and job satisfaction. In addition, the moderation effect of corporate entrepreneurship was verified during the process when core employment policies influence the two outcome variables. corporate entrepreneurship was found to have a moderation effect that strengthens the influence on job satisfaction, but the moderation effect on the perceived internal process organizational competency was not statistically significant. These results confirm that organizational cultural factors such as corporate entrepreneurship are important influence variables in the process of influencing individual-level variables such as core employment policies. Academically, It suggests that in order to enhance the effectiveness of company strategies in respect of human resource management such as core employment policies, it is important to foster a cultural environment that suits the industry and characteristics of the organization. In addition, it suggested that companies in need of new innovation need to utilize corporate entrepreneurship.

Causal Relation Analysis of Foreigners' Perceptions of Korean Ginseng Products and the Purchase Intentions (한국 인삼제품에 대한 외국인의 인식도와 구매의도의 관계 분석)

  • Choi, N.Y.;Han, S.J.;Chang, K.J.
    • Journal of Practical Agriculture & Fisheries Research
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    • v.20 no.1
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    • pp.19-34
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    • 2018
  • This study was initiated because many studies would be necessary to promote Korean ginseng products when the sales of Korean ginseng are declining and many Korean ginseng farmers are facing economic difficulties. The increase in domestic sales is important, but this study is targeting for foreigner's perceptions of Korean ginseng and how to improve the products. The goal of this study is to analyze how to increase their purchase intentions of Korean ginseng products. Questionnaire survey research methods were used to learn more about making certain improvements to ginseng products, consumers are hoping, how affect their perceptions and purchase intentions of Korean ginseng, as well as how foreigners' perceptions of Korean ginseng products affects purchase intentions. Because it's difficult to find any studies about foreigner's Korean ginseng purchase intentions, the survey was expanded to include how people take care of their health, the accessibility of purchasing ginseng products, psychological factors as well as consumer characteristics, satisfaction with Korean ginseng, and intentions of buying Korean ginseng products. The result of the analysis on how making certain desired improvements to and perceptions of Korean ginseng products affect purchase intentions indicated that Korean ginseng perceptions highly affected the purchase intentions; however making certain improvements to ginseng products showed a low impact on the purchase intentions. In other words, making certain improvements, such as convenience of the ginseng products, doesn't affected Korean ginseng purchase intentions directly. On the other hand, it showed that the usefulness, its high quality, and safety trust of Korean ginseng have a big impact on purchasing intentions. If the ginseng that is grown and processed in Korea is better promoted for its high value, the Korean ginseng farmers who are facing many economic difficulties will be able to raise their income.

Consumer's Responses to the Persuasion Attempt of the Sports Sponsorship: The Case of Guangzhou Asian Games (스폰서십의 설득의도성에 대한 소비자 반응: 광저우 아시안 게임을 바탕으로)

  • Lim, Myung Suh;Kim, Hae Ryong;Lee, Moonkyu
    • Asia Marketing Journal
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    • v.13 no.2
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    • pp.71-97
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    • 2011
  • Over the last twenty years, sponsorship has been used very widely as an important marketing tool that enhances corporate image. Since it has proven to be effective in creating positive perceptions of the company, many marketers have sponsored a variety of consumer-related activities. However, sponsorship has also been criticized as it can be related to ambush marketing and excessive commercialism which trigger negative consumer responses. Unlike the existing study on the sponsorship marketing, this study intends to investigate its negative effects. The study was conducted based on the persuasion knowledge model which was proposed by Fristed and Wright (1994) and investigated consumer responses to ulterior motive of sponsorship marketing. According to the persuasion knowledge model, consumers activate their persuasion knowledge to see the agent's commercial motive; there are several antecedents to the persuasion knowledge activation such as the source familiarity, the marketer's effort and the appropriateness of persuasion. Also, existing studies have pointed out the sponsor-event fit and the sponsor's integrity as crucial factors which influence consumer attitude. By taking a survey of people who watched the 2010 Guangzhou Asian Games, we tried to examine how the sponsor familiarity and the sponsor-event fit as pre-existing variables which have been formed based on the prior consumer knowledges/memories as well as the sponsor effort and the sponsor integrity as situational variables activated based on the specific persuasion episode influenced persuasion knowledge. We also tried to test the potential moderating role of sponsorship type (i.e., official sponsorship versus marketing focused) on the causal path from the persuasion knowledge and the consumer attitude from the perspective of the appropriateness of persuasion. The results show that the sponsor familiarity, the sponsor-event fit, and the marketer's effort have significant effects on the persuasion knowledge activation, and the sponsorship type has moderating role in the sponsorship effectiveness. The theoretical and practical implications of the results are discussed.

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Effect of Organizational Support Perception on Intrinsic Job Motivation : Verification of the Causal Effects of Work-Family Conflict and Work-Family Balance (조직지원인식이 내재적 직무동기에 미치는 영향 : 일-가정 갈등 및 일-가정 균형의 인과관계 효과 검증)

  • Yoo, Joon-soo;Kang, Chang-wan
    • Journal of Venture Innovation
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    • v.6 no.1
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    • pp.181-198
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    • 2023
  • This study aims to analyze the influence of organizational support perception of workers in medical institutions on intrinsic job motivation, and to check whether there is significance in the mediating effect of work-family conflict and work-family balance factors in this process. The results of empirical analysis through the questionnaire are as follows. First, it was confirmed that organizational support recognition had a significant positive effect on work-family balance as well as intrinsic job motivation, and work-family balance had a significant positive effect on intrinsic job motivation. Second, it was confirmed that organizational support recognition had a significant negative effect on work-family conflict, but work-family conflict had no significant influence on intrinsic job motivation. Third, in order to reduce job stress for medical institution workers, it is necessary to reduce job intensity, assign appropriate workload for ability. And in order to improve manpower operation and job efficiency, Job training and staffing in the right place are needed. Fourth, in order to improve positive organizational support perception and intrinsic job motivation, It is necessary to induce long-term service by providing support and institutional devices to increase attachment to the current job and recognize organizational problems as their own problems with various incentive systems. The limitations of this study and future research directions are as follows. First, it is believed that an expanded analysis of medical institution workers nationwide by region, gender, medical institution, academic, and income will not only provide more valuable results, but also evaluate the quality of medical services. Second, it is necessary to reflect the impact of the work-life balance support system on each employee depending on the environmental uncertainty or degree of competition in the hospital to which medical institution workers belong. Third, organizational support perception will be recognized differently depending on organizational culture and organizational type, and organizational size and work characteristics, working years, and work types, so it is necessary to reflect this. Fourth, it is necessary to analyze various new personnel management techniques such as hospital's organizational structure, job design, organizational support method, motivational approach, and personnel evaluation method in line with the recent change in the government's medical institution policy and the global business environment. It is also considered important to analyze by reflecting recent and near future medical trends.

The Effects of Perceived Quality Factors on the Customer Loyalty: Focused on the Analysis of Difference between PB and NB (지각된 품질요인이 고객충성도에 미치는 영향: PB와 NB간의 차이분석)

  • Ye, Jong-Suk;Jun, So-Yon
    • Journal of Distribution Research
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    • v.15 no.2
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    • pp.1-34
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    • 2010
  • Introduction As consumers' purchase behavior change into a rational and practical direction, the discount store industry came to have keen competition along with rapid external growth. Therefore as a solution, distribution businesses are concentrating on developing PB(Private Brand) which can realize differentiation and profitability at the same time. And as improvement in customer loyalty beyond customer satisfaction is effective in surviving in an environment with keen competition, PB is being used as a strategic tool to improve customer loyalty. To improve loyalty among PB users, it is necessary to develop PB by examining properties of a customer group, first of all, quality level perceived by consumers should be met to obtain customer satisfaction and customer trust and consequently induce customer loyalty. To provide results of systematic analysis on relations between antecedents influenced perceived quality and variables affecting customer loyalty, this study proposed a research model based on causal relations verified in prior researches and set 16 hypotheses about relations among 9 theoretical variables. Data was collected from 400 adult customers residing in Seoul and the Metropolitan area and using large scale discount stores, among them, 375 copies were analyzed using SPSS 15.0 and Amos 7.0. The findings of the present study followed as; We ascertained that the higher company reputation, brand reputation, product experience and brand familiarity, the higher perceived quality. The study also examined the higher perceived quality, the higher customer satisfaction, customer trust and customer loyalty. The findings showed that the higher customer satisfaction and customer trust, the higher customer loyalty. As for moderating effects between PB and NB in terms of influences of perceived quality factors on perceived quality, we can ascertain that PB was higher than NB in the influences of company reputation on perceived quality while NB was higher than PB in the influences of brand reputation and brand familiarity on perceived quality. These results of empirical analysis will be useful for those concerned to do marketing activities based on a clearer understanding of antecedents and consecutive factors influenced perceived quality. At last, discussions about academical and managerial implications in these results, we suggested the limitations of this study and the future research directions. Research Model and Hypotheses Test After analyzing if antecedent variables having influence on perceived quality shows any difference between PB and NB in terms of their influences on them, the relation between variables that have influence on customer loyalty was determined as Figure 1. We established 16 hypotheses to test and hypotheses are as follows; H1-1: Perceived price has a positive effect on perceived quality. H1-2: It is expected that PB and NB would have different influence in terms of perceived price on perceived quality. H2-1: Company reputation has a positive effect on perceived quality. H2-2: It is expected that PB and NB would have different influence in terms of company reputation on perceived quality. H3-1: Brand reputation has a positive effect on perceived quality. H3-2: It is expected that PB and NB would have different influence in terms of brand reputation on perceived quality. H4-1: Product experience has a positive effect on perceived quality. H4-2: It is expected that PB and NB would have different influence in terms of product experience on perceived quality. H5-1: Brand familiarity has a positive effect on perceived quality. H5-2: It is expected that PB and NB would have different influence in terms of brand familiarity on perceived quality. H6: Perceived quality has a positive effect on customer satisfaction. H7: Perceived quality has a positive effect on customer trust. H8: Perceived quality has a positive effect on customer loyalty. H9: Customer satisfaction has a positive effect on customer trust. H10: Customer satisfaction has a positive effect on customer loyalty. H11: Customer trust has a positive effect on customer loyalty. Results from analyzing main effects of research model is shown as

    , and moderating effects is shown as
    . Results This study is designed with 16 research hypotheses, Results from analyzing their main effects show that 9 of 11 hypotheses were supported and other 2 hypotheses were rejected. On the other hand, results from analyzing their moderating effects show that 3 of 5 hypotheses were supported and other 2 hypotheses were rejected. H1-1: (SPC: Standardized Path Coefficient)=-0.04, t-value=-1.04, p>. 05). H1-2: (${\Delta}\chi^2$=1.10, df=1, p> 0.05). H1-1 and H1-2 are rejected, so it is prove that perceived price is not a significant decision variable having influence on perceived quality and there is no significant variable between PB and NB in terms of influence of perceived price on perceived quality. H2-1: (SPC=0.31, t-value=3.74, p<. 001). H2-2: (${\Delta}\chi^2$=3.93, df=1, p< 0.05). H2-1 and H2-2 are supported, so it is proved that company reputation is a significant decision variable having influence on perceived quality and, in terms of influence of company reputation on perceived quality, PB has relatively stronger influence than NB. H3-1: (SPC=0.26, t-value=5.30, p< .001). H3-2: (${\Delta}\chi^2$=16.81, df=1, p< 0.01). H3-1 and H3-2 are supported, so it is proved that brand reputation is a significant decision variable having influence on perceived quality and, in terms of influence of brand reputation on perceived quality, NB has relatively stronger influence than PB. H4-1: (SPC=0.31, t-value=2.65, p< .05). H4-2: (${\Delta}\chi^2$=1.26, df=1, p> 0.05). H4-1 is supported, but H4-2 is rejected, Therefore, it is proved that product experience is a significant decision variable having influence on perceived quality and, on the other hand, there is no significant different between PB and NB in terms of influence of product experience on product quality. H5-1: (SPC=0.24, t-value=3.00, p<. 05). H5-2: (${\Delta}\chi^2$=5.10, df=1, p< 0.05). H5-1 and H5-2 are supported, so it is proved that brand familiarity is a significant decision variable having influence on perceived quality and, in terms of influence of brand familiarity on perceived quality, NB has relatively stronger influence than PB. H6: (SPC=0.91, t-value=19.06, p< .001). H6 is supported, so a fact that customer satisfaction increases as perceived quality increases is proved. H7: (SPC=0.81, t-value=7.44, p<. 001). H7 is supported, so a fact that customer trust increases as perceived quality increases is proved. H8: (SPC=0.57, t-value=7.87, p< .001). H8 is supported, so a fact that customer loyalty increases as perceived quality increases is proved. H9: (SPC=0.08, t-value=0.76, p> .05). H9 is rejected, so it is proved influence of customer satisfaction on customer trust is not significant. H10: (SPC=0.21, t-value=4.34, p< .001). H10 is supported, so a fact that customer loyalty increases as customer satisfaction increases is proved. H11: (SPC=0.40, t-value=5.68, p< .001). H11 is supported, so a fact that customer loyalty increases as customer trust increases is proved. Implications Although most of existing studies have used function, price, brand, design, service, brand name, store name as antecedent variables for perceived quality, this study used different antecedent variables in order to analyze and distinguish purchase group PB and NB through preliminary research. Therefore, this study may be used as preliminary data for a empirical study that is designed to be helpful for practical jobs. Also, this study is made to be easily applied to any practical job because SEM(Structural Equation Modeling), most strongly explaining the relation between observed variable and latent variable, is used for this study. This study suggests a new strategic point that, in order to increase customer loyalty, customer's perceived quality level should satisfied for inducing customer satisfaction, customer trust, and customer loyalty. Therefore, after finding an effective differentiating factors in perceived quality in order to increase customer loyalty through increasing perceived quality, this factor was made to be applied to PB and NB. Because perceived quality factors which is recognized as being important by consumers is different between PB and NB, this study suggests how to efficiently establish marketing strategy by enhancing a factor. Companies have mostly focused on profitability in terms of analyzing customer loyalty, but this study included positive WOM(word of mouth). Hence, this study suggests that it would be helpful for establishing customer loyalty when consumers have cognitive satisfaction and emotional satisfaction together. Limitations This study used variables perceived price, company reputation, brand reputation, product experience, brand familiarity in order to determine whether each constituent factor has different influence on perceived quality between purchase group PB and NB. These characteristic variables are made up on the basis of the preliminary research, but it is expected that more precise research result would be obtained if additional various variables are included in study. This study selected a practical product that is non-durable, low-priced and bestselling product in a discount store through the preliminary research because it can be easily estimated by consumers. Therefore. generalization of study would be more easily obtained if more various product characteristics is included. Regarding a sample used in this study, it was only based on consumers who purchase products in a large-scale discount store located in Seoul and in the capital area. Accordingly, this sample has some geographical limitation, If a study is expanded by including more areas, more representative research results may be produced. Because this study is only designed to analyze consumers who purchase a product in a large-scale discount store, some difference may be found according to characteristics of each business type. In other words, there is certainly some application limitation, so research result from this study may not be applied to other business types. Future research may have fruitful results if it adjusts a variable to each business type.

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